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Monday, Oct 01 2012 | 15:51 Buy this now at GoodToGo (B2B)

Murs & FashawnMurs and Fashawn’s relationship sprouted from a deep mutual admiration. They didn’t know each other personally, but both prolific west coast MCs had watched the others’ career from a distance. Growing up, Fashawn saw Murs release numerous successful solo projects and collaboration albums with both 9th Wonder and Slug of Atmosphere. When he wasn’t recording, Murs founded the Paid Dues Festival in San Bernadino, California, one of the largest independent music festivals in the country with over 15,000 people in attendance last year. In the meantime, Murs looked on as Fashawn grew from Evidence’s (Dilated Peoples) protégé into his own on his debut album Boy Meets World, eventually being recognized nationally as a 2010 XXL Freshman. Finally, the mutual admiration resulted in a collaborative effort. The two released “This Generation” through Duck Down Music Inc.

The title “This Generation” represents “an amalgamation of all the different styles and eras,” says Murs. The two feel that it’s their job as “praised, skilled wordsmiths” to document the ever-changing times we live in. The duo is jointly composed of youth and experience, and Fashawn felt that they could “add two separate accounts and bridge the gap.” Everyone has a voice in this generation, but few have stepped into the forefront to synthesize the rambling of millions of conversations. Videos will be filmed for tracks “This Generation” and “Slash Gordon.” The satiric video for “Slash Gordon” features the two MCs in a rocket ship, acting as “hip hop angels trying to save the world,” comments Murs.

The album was entirely produced by duo Beatnick and K-Salaam, who, in the past, have worked with artists Lil Wayne, Freddie Gibbs and Mos Def among others. Fashawn comments, “They bring a brand new sound. We couldn’t picture any other producers. They could do an instrumental solo as a third verse and you wouldn’t be mad.” The producers chose to forgo the traditional sampling route in favor of original compositions. The production contains an array of sounds, blending the smooth, laidback vibes of 90s west coast g-funk with the aggressiveness of overdrive guitars and other exotic instruments. There are no features on the album, as both MCs “had a lot to say. It would be like overseasoning a perfect dish.”

To promote the album, Murs and Fashawn toured cross-country as members of the Rock the Bells lineup in New York, San Francisco and Los Angeles in summer 2012. Proud to be a part of such a prestigious event, Fashawn exclaims, “It will be a great stage show. You have two MCs that love performing. It will definitely be a very spontaneous set.”

Their live shows will cement the fact that there is no generational gap on “This Generation”. Despite their varying ages and life perspectives, Murs and Fashawn have come together to create an energetic, passionate, and thoughtful work that is sure to please music fans worldwide.

www.duckdown.com

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